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paid social

With GlobalWebIndex reporting that 93% of internet users have at least one social media account, therein lays a huge opportunity for marketers to target their audiences.

Advertising on social media is, of course, now widely utilised. With Econsultancy recently refreshing its Paid Social Media Advertising Best Practice Guide, let’s look at six specific areas for beginners to consider when designing a paid social campaign.

In certain product categories, such as fashion and beauty, consumers are increasingly discovering new products through social platforms like Instagram, Snapchat and Pinterest.

To capitalize on this, these platforms have been rolling out so-called “shoppable experiences.” Instagram’s shoppable posts format, for instance, allows retailers to tag products in their Instagram posts and link them to their websites.

The world’s most dominant social media company, Facebook, is facing the biggest crisis of its life after it was revealed that an outfit called Cambridge Analytica managed to obtain Facebook data for some 50m users under false pretenses.

The Cambridge Analytica story has sparked a fury and led to a still-ongoing stream of negative headlines for Facebook that is entering its second week.

With up to two billion active users it’s clear that platforms like Facebook and WhatsApp simply cannot be ignored when it comes to doing business in the 21st century.

With access to such a vast customer base it’s hardly surprising that businesses have gravitated to social media to cultivate their online persona. Increased brand awareness has been the result, but it’s less clear, perhaps, how this has translated into tangible benefits to businesses’ bottom lines.

We’ve got some consultants and agency bods to give us their opinions on everything from Snapchat to strategy, video to influencers. There’s quite a lot to digest so you can use the hyperlinks below to jump between questions.

It is estimated that more than 80 cents of every new dollar of digital ad spend now goes to two companies: Google and Facebook.

But despite the fact that companies not named Google and Facebook are fighting for a shrinking portion of an otherwise growing pie, one company is aiming to significantly bolster its position in the digital ad market.